Usebenzisa njani idatha yeThengi loMthengi unokufumana isiCwangciso seNtengiso ku-2019

Injongo yoMthengi we-B2B
Ixesha lokuFunda: 6 imizuzu

Kubonakala kungakholeki ukuba, ngo-2019, iinkampani ezininzi azisebenzisi idatha yeenjongo ukuqhuba amanyathelo abo okuthengisa kunye nentengiso. Inyani yokuba bambalwa abakhe bemba nzulu ukufumanisa ezona zikhokelo zibalaseleyo zibeka wena kunye nenkampani yakho kwisigqibo esigqibeleleyo. 

Namhlanje, singathanda ukujonga uninzi lwemiba ye idatha yeenjongo kunye nento enokuyenza kwintengiso kunye neendlela zokuthengisa ezizayo. Siza kuvavanya zonke ezi zinto zilandelayo:

  • Yintoni idatha yedatha kunye nendlela efunyanwa ngayo
  • Isebenza njani idatha yedatha
  • Ukulungelelaniswa kunye nentsebenziswano phakathi kwentengiso kunye nentengiso
  • Izinto eziluncedo kukhuphiswano
  • Ukwenza ubuchule

Yintoni idatha yedatha?

Idatha yeNjongo yokuNgena

Umthombo wesithombe: https://www.slideshare.net/infer/what-is-intent-data

Ngendlela elula, idatha yedatha ibonisa xa ithemba elithile libonisa indlela yokuziphatha kwi-Intanethi ebonisa injongo yokuthenga. Icacisa ngeendlela ezimbini ezahlukeneyo: idatha yangaphakathi kunye nedatha yangaphandle.

Imizekelo emibini eqhelekileyo yedatha yenjongo yangaphakathi yile

  1. Ifom yoqhakamshelwano lwewebhusayithi yakho: Umntu owenza unxibelelwano unxibelelana nenjongo ngokufuna ukwazi ngakumbi malunga nenkampani, iinkonzo zayo, njl.
  2. Idatha yabathengi basekhaya: Idatha eqokelelwe malunga nabathengi balapha ngeCRM okanye amanye amaqonga entengiso abaluleke kakhulu xa uzama ukuqonda injongo. Idatha isetyenziswa ngamaqela entengiso ukugxila kubakhokeli abasondela kufutshane nokwenza isigqibo sokuthenga.

Idatha yeenjongo zangaphandle iqokelelwa ngababoneleli benkampani yesithathu kwaye isebenzisa idatha enkulu ukuqokelela ulwazi olufutshane ngakumbi. Iqokelelwa ngokwicookies ekwabelwana ngazo kwaye ikhatyiwe kwinqanaba le-IP. Le datha yimveliso yezigidi zokundwendwela amaphepha athile kumakhulu amawaka eewebhusayithi. 

Olu hlobo lwedatha lubonelela ngolwazi oluthe ngqo, oluchanekileyo malunga nenani elingenasiphelo leemetriki. Nantsi imizekelo embalwa:

  • Inani lamaxesha uxwebhu oluthile, ifayile, okanye iiasethi zedijithali ezikhutshelweyo
  • Inani lamaxesha evidiyo ebonwayo
  • Bangaphi abantu abacofe emva kokufunda umnxeba wokuthatha amanyathelo kwiphepha lokufika
  • Amanani aphambili okuphanda

Idatha yeNjongo ifumaneka njani?

Iqela lokuQala kunye neDatha yeNjongo yeQela lesiThathu

Umthombo wesithombe: https://idio.ai/resources/article/what-is-intent-data/

Idatha yeenjongo ihlanganiswe ngabathengisi abaqokelela idatha kwiiwebhusayithi zeB2B kunye nabapapashi bomxholo, bonke abayinxalenye yefayile ye- Ukwabelana kwedatha ngokubambisana. Ngokuqinisekileyo, umbono wokwazi ukuba zeziphi iisayithi umntu azindwendwelayo, imigaqo abayikhangelayo, kunye neempawu abazisebenzisayo zinokubonakala ngathi ziyinto embi ebusweni, kodwa ayisiyiyo kwaphela. Idatha iyaqokelelwa kwaye igcinelwe le njongo, emva koko kwabelwane ngayo (okanye kuthengiselwe) abathengisi kunye nabathengisi. Inkampani yokubhala, umzekelo, ingathatha umdla othile kwiinkampani (okanye, kwezinye iimeko, abantu) abangena amagama ophando anje nge “Iinkonzo zokubhala izincoko"Okanye" umbhali wezifundo "kwiiinjini eziphambili zokukhangela kwaye batyelela iindawo ezithengisa ezi ntlobo zeenkonzo ngenjongo yokuthenga.

Idatha iyahlanganiswa kwaye ixelwe ngeveki ubukhulu becala lamatyala. Ngokudityaniswa kweebhiliyoni zophendlo, ukundwendwela indawo, ukhuphelo, ukucofa, ukuguqula, kunye nokuzibandakanya, abathengisi banokubonisa ukusetyenziswa komxholo kunye nokuchonga ukunyuka. 

Le vidiyo isuka IBombora Echaza kakuhle le nkqubo:

Isebenza njani idatha yeenjongo?

Ukusetyenziswa koMxholo weBombora

Umthombo wesithombe: https://gzconsulting.org/2018/08/02/what-is-intent-data/

Izigidi zabantu kwihlabathi liphela zisebenzisa i-Intanethi ukukhangela kwizigidi zezihloko kwaye ngamabomu zibandakanya nomxholo othile okwi-intanethi. Uthatha isigqibo sokuba zeziphi iinkcukacha ezibaluleke kakhulu kwaye uqalise ukubeka iliso kuthethathethwano oluthile oluhambelana neendlela ezichongiweyo. Umthengisi ubonelela ngayo yonke into ye-Intel kubandakanya, kodwa kungaphelelanga apho:

  • Izihloko zeJob zamathemba afanelekileyo
  • Ubungakanani benkampani kunye nendawo
  • Amagama kunye nee-URL zeeakhawunti zabathengi ezikhoyo
  • Amagama kunye nee-URL zeeakhawunti ekujoliswe kuzo
  • Amagama kunye nee-URLs zabathengisi ngqo
  • Ii-URLs zempembelelo kumzi-mveliso kunye neziganeko
  • Ukuphathwa kwezentlalontle kwimpembelelo zeshishini kunye neenkokheli zokucinga
  • Amagama alula kwaye anzima okukhangela ahambelana neemveliso, iinkonzo, iingxaki / iindawo zentlungu, kunye neziphumo ezinokwenzeka / ezinqwenelekayo

Zonke ezi zinto zingentla zakhiwe kwii-algorithms ezijonga kwaye zenze amanyathelo afanelekileyo (ezo zibonisa ukubandakanyeka okungafaniyo phakathi kwezigidi zophando kunye nokuzibandakanya okwenzeka mihla le). Uluhlu oluhlanganisiweyo lwedatha yeenkcukacha ezipheleleyo kubandakanya amagama okuqala kunye namagama okugqibela, iinombolo zefowuni, iidilesi ze-imeyile, amagama enkampani, izihloko zethemba, iindawo, imboni kunye nobukhulu benkampani. Ikwabonisa idatha yedatha echaza amanyathelo abawathathileyo. 

Imizekelo yezenzo eziqwalaselweyo zibandakanya ukukhangelwa ngokubanzi, ukubandakanyeka kwendawo yokukhuphisana, ukuzibandakanya kwempembelelo kushishino, kunye nemibuzo enxulumene neziganeko eziphambili zeshishini. Idatha ikwaphula amanyathelo ngeentlobo kunye nezinto ezibangela. Ngamanye amagama, ayibonisi nje into ethembekileyo okanye eyenziwe ngumthengi, kodwa ngoba uyenzile

Kuyenzeka ukuba iflegi yedatha echonga abathengi abakhoyo, iiakhawunti ezijolise kuzo, kunye nokuphinda izehlo zenjongo ebonisiweyo. Zonke ezi zixa zokuba noluhlu lwabantu bokwenyani abathatha inyathelo lokwenyani lokufunda ngakumbi malunga neentlobo zeemveliso kunye neenkonzo ozithengisayo.

Idatha yeNjongo njengesixhobo sokuLungelelanisa kunye nokuDibana

Ukuthengisa kunye nentengiso bekuhlala kuluhlobo lobudlelwane benzondo. Amaqela okuthengisa afuna izikhokelo ezifanelekileyo ngakumbi ezikulungeleyo ukuthenga. Amaqela entengiso afuna ukubona izikhokelo zakwangoko, ukubandakanyeka kubo, kunye nokubakhulisa de bafikelele kwinqanaba lokulungela. 

Zonke ezi zinto zonyusa iziphumo kunye neenjongo zedatha yokufumana kunye nokuthengisa kakhulu. Inika isixhobo esiqhelekileyo sokusebenzisana esidibanisa ukuthengisa kunye nentengiso ngokuthe ngqo, ukukhuthaza intsebenziswano, ukutolika idatha kunye nokucwangcisa iindlela ezifanelekileyo zazo zonke iintlobo zonxibelelwano. Nantsi eminye imizekelo eqhelekileyo yendlela idatha esetyenziswayo ngokubambisana: 

  • Ukufunyanwa kokuthengisa okusebenzayo ngakumbi kukhokelela
  • Ukuncitshiswa kobuqhetseba kunye nokunyusa ukunyaniseka kwabathengi
  • Ukudibana okuyimpumelelo neeakhawunti ekujoliswe kuzo
  • Ukufakwa kwangoko kokwamkelwa kwegama kunye nokusekwa kwexabiso
  • Ukulandelela imikhwa efanelekileyo

Indawo nganye kwezi ingentla inomdla kuzo zombini intengiso kunye nentengiso. Impumelelo kuzo zonke iqhubela phambili inkampani kwaye ivumela ukuvelisa, ukusebenzisana okunentsingiselo phakathi kwamaqela.

Idatha yeenjongo: Uncedo loKhuphiswano

Sebenzisa idatha yenjongo inezibonelelo ezininzi. Enye yezona zinto zibaluleke kakhulu kukukwazi ukunceda ukuthengisa kunye nokuthengisa ukujolisa kwinani labathengi kuwo wonke umbutho. Inkampani enye inakho, kwaye ihlala iyenza, ibandakanya ngaphezulu kwento enye ekujoliswe kuyo okanye umntu ophantsi kophahla olunye. Into ebalulekileyo kwisigqeba esinye okanye inkokeli inokuba-kwaye ihlala ihlukile-kwenye. 

Idatha yenjongo inceda abathengisi benze umxholo ngamnye kumntu ngamnye ochaphazelekayo kwinkqubo yokuthenga. Ngamakhulu emibutho esebenzisa iikhrayitheriya ezifanayo kukhangelo lwewebhu, idatha yedatha inceda ukuhambisa ukudalwa komxholo ekujolise kuwo onokwakha iphulo lokuthengisa eliqinileyo neliphumelelayo.

UkuSebenzisa ngokufanelekileyo idatha yeenjongo

Ukunxibelelana ngokuthe ngqo phakathi kwenjongo yomthengi kunye nomxholo wokuqala kunika abathengisi kunye neengcali zentengiso umda omkhulu wokhuphiswano. Ukuze wandise ukuqokelelwa kunye nomgangatho wedatha yenjongo kubalulekile ukuba idatha eqokelelweyo idibanise neendlela ezahlukeneyo zedemografi, zejografi kunye nedatha yeenkcukacha. Ngaphandle kolo nxibelelaniso, kunzima (funda: kufutshane nokungenakwenzeka) ukuqonda ngokupheleleyo ukuba zeziphi iindlela ezithile zokuziphatha ezihambelana neenkcukacha zabathengi ezithile.

Xa ukuqonda injongo yento ethile umthengi isekiwe, zombini ukuthengisa kunye nentengiso zikwizikhundla ezingcono zokwenza umxholo ofanelekileyo, osebenzayo ohamba phambili kwinqanaba ngalinye le uhambo lomthengi

Enye yeendlela ezilula zokufumana ulwazi lwedatha ngokufanelekileyo kukuphuhlisa umxholo webhlog, amanqaku ewebhu, kunye nezinye iifom zomxholo obhaliweyo obonisa ukuqonda okucacileyo kwemakethi yakho ekujolise kuyo. Umxholo kufuneka ujongane neengxaki kunye neendawo zentlungu edibene nezinto ezithile ezifunyenwe kwidatha yeenjongo eziqokelelweyo. Ukwenza konke oku sikhundla uphawu lwakho njengegunya kwaye unxibelelana nokukwazi ukuhambisa umxholo okrelekrele, onokuthenjwa, othembekileyo. 

Kukwacetyiswa kakhulu ukuba usasaze umxholo wokuqala ngendlela eyandisa ukufikelela. Oku kubandakanya ukuphuhlisa isicwangciso-qhinga sokupapasha kunye nesivumelwano kuyo yonke imixholo ekujoliswe kuyo. Ngamafutshane, phuhlisa kwaye upapashe umxholo obonisa iinjongo zethemba kwaye uqiniseke ukuba ufumana indlela phambi kwabaphulaphuli ekujoliswe kubo.

Ukuthathwa kokugqibela

Isicwangciso sokuvelisa esisebenzayo esisebenzisa ngokufanelekileyo kwaye sisebenzise idatha yedatha sinika ithuba lokuthatha isigqibo kuyo nayiphi na intengiso okanye inyathelo lokuthengisa. Ibeka uphawu lwentengiso ngaphandle kwabakhuphisana nabo abakhulu kwaye inyusa amathuba okuba ekugqibeleni ibonwe njengenkokeli yeshishini. 

Yakha iqhinga lokuthengisa ngokuthe ngqo, elingenamthungo elibonisa imiqondiso yeenjongo ezikhutshwe ngamathemba ngalo lonke ixesha lomsebenzi we-Intanethi (ukukhangela, ukutyelelwa kwendawo, ukunxibelelana nabantu abakhuphisana nabo, njl.). Oku akuyi kunceda nje ukuvelisa izikhokelo ezingcono, kuya kuba nefuthe elihle kumgca wakho ophantsi. Ukudityaniswa kwedatha yeenjongo kuya kunceda ukwenza imikhankaso yentengiso yexesha elizayo iphumelele ngakumbi, ivumela iqela lakho lokuthengisa ukuba ligxile ngakumbi kwiiakhawunti ezinokuthi zithengwe.

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.